The Rams never recovered from the humiliation. The first half of the 1990s featured losing records, no playoff appearances for the Rams and waning fan interest. The return of Chuck Knox as head coach, after Knox's successful stints as head coach of the Buffalo Bills and Seattle Seahawks, would not boost the Rams' fortunes. His run-oriented offense marked the end of the Zampese tenure in 1993. The strategy was for the offense to be steady, if unspectacular. Unfortunately for the Rams, Knox's offense was not only aesthetically unpleasing, but dull as well, especially by 1990s standards. The continued losing and uninspired play of the Rams further reduced the Rams fan base, which by 1994 had withered to the point where they were barely part of the Los Angeles sports landscape. The NFL black-out rule, which prevented the broadcast of home games that were not sold out, also worked against the Rams as their frequent non-sellouts denied the team a chance to be shown on local broadcast TV.

As became increasingly common with sports franchises, the Rams began to blame much of their misfortune on their stadium situation. With Orange County mired in a deep recession resulting largely from defense sector layoffs, the Rams were unable to secure a new or improved stadium in the Los Angeles area, which ultimately cast their future in Southern California into doubt.

Under the terms of the Rams' deal with Anaheim, they were to receive the rights to develop plots of land near the Stadium. When nothing came of these plans, and with attendance falling, Georgia Frontiere got permission to relocate the team. This permission was only granted after the building of the Arrowhead Pond (a multi-use sports arena for hockey and basketball) in close proximity to Anaheim Stadium. The Rams agreed to let the Pond be built within miles of Anaheim Stadium with an 'out clause' to pay the City of Anaheim an amount of money in millions to release them from the lease. St. Louis was the hometown of Georgia Frontiere, the Rams owner.